About one-fourth of U.S. pay TV subs made changes to their service over the past 12 months, Parks Associates found in its Q2 batch of cord-cutting research.
Drilled down further, the firm also found that 11% of pay TV subs downgraded service, while 9% upgraded. During this 12-month span, about 4% of consumers subscribed to a pay TV service for the first, time, and 8% switched to another provider.
On the broadband end, 10% of U.S. high-speed Internet subs said they intend to upgrade to a faster tier, and 4% are looking to tighten their belts and downgrade to a slower speed offering, Parks Associates found.
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